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Contacts Day 1: 9 Day 2: 17 (restart)Day 3: 62Day 4: 47 Total: 135Les Envies: 126
Rodulfo PrietoPatrick Chang Fangyuan Wang
Not your parent’s reservation – helping restaurants fill empty seats, users save and feeding those in need
Team USave Big
Day 1 - What we thought
Idea: Save Big
Provide low income families with tools that allow them to
purchase larger-size consumer goods and generate savings
through economies of scale
Day 1 - Canvas
Mothers of low income
families
Access to:- Credit (card)- Education- Savings
accountRetail + Word of Mouth
Dedicated personal
assistance
Royalties from consumer brands and brokerage (credit
card) fees
- Financial
- Human- Physical
- Finance platform
- Education
- Retailers- Consumer
Brands- Banks- Governmen
t- Insurance
- Credit cost & risk- Education staff- Systems- Advertisement
Day 1 - What we did & what we found
After “getting out of the building” (9 interviews) we found that:
• The problem does not exist in the US --- though we did confirm it exists in Latin America (and possible other developing markets)
• Our solution would generate “more problems” as credit could fuel consumption in non-productive goods
Need to perform a Randomized Control Trial (A/B test) to test customer behavior reaction to credit
Day 2 – Research new idea
Mothers of low income
families in country X
(below poverty line and
working in the informal
economy)
Platform to save by having access to credit, education and banking resources
Retail + Word of Mouth
Microfinance institution
customer base
Royalties from consumer brands and brokerage (credit card) fees
• Financial• Human• Physical
• Finance platform
• Education• Retailers• Consumer
Brands• Micro-
finance Banks
- Government
- Insurance
• Education staff• Systems• Advertisement
Microfinance Banks
Consumer Goods Brands
New revenue stream
Exclusivity – more market share
Restart
Day 2 – New Idea
Platform that offers daily discount deals
when booking on-line reservations at high-
end restaurants
Market Size
Total Available Market
8.3bn transactions/yr
Served Available Market
1.7bn transactions(20% of transactions would
entail reservation)
Target Market83m transactions
(5% offer discount)
$250m (@ 3$/transaction)
How it works diagram
User
Restaurants
Non-Profit
Platform
Make on-line reservation:User pays:• $10 per reservation, or• A discounted rate of $5
if promotes site and restaurant in social media
Inform restaurant about reservation
DinningUser fills empty seats (3pm -6.30pm ) and pays dinner (net w/discount)
30%-50% discount
Donation:• $0.25 - $0.5
($1 = 2 meals)
DiscoveredHypothesis To do
• Restaurants need help filling empty seats
• Consumers want a discrete way to save
• Consumers are willing to pay to save
• Consumers want to support social responsibility causes
• Consumers are willing to use social media channels to promote in order so save more
• Confirmed
• Overwhelming positive
• A limit to how much they are willing to pay
• Various options - possibly subscription based or monthly fee rather than per reservation
• Social responsibility is polarizing – there are people who did not care, hated it, or loved it
• Most likely – they already share without any benefits
• Validate our discovery with a larger one to one interview sample size
• Interview more channels and partners
• Online survey for a broader sample
• Test new hypothesis based on consumer feedback such as the subscription model
Day 2 – What we thought and learned
17 Interviews
Landing Page Wireframe
Partner Page Wireframe
Search Page Wireframe
Day 3 – Canvas
•Mid to Higher – end Restaurants
• Charity partner – TBD
• Benefit companies for corporations
•Website build•Customer acquisition•Potential kick backs for premium restaurants to attract other restaurants initially
•Content creation (blog / marketing)•Talent to expand
•Restaurant partners willing to provide a discount
•Continually building a list of restaurant partners•Improve data collection and marketing for restaurants•Grow customers•Intuitive/creative design•Indepth concept Restaurants
•Help fill empty seats•Increase social media awareness and users sharing•New avenue of marketing
Users•Save on overall bill (including food and alcohol)•Discrete saving (no coupons)•Supporting social cause as you dine
Nonprofits•Another source of income
Users•Social Media•Word of mouth•Benefit sites•Food Blogs
Restaurants•Other restaurants
Users•Ensure they have a great experience•High end service for high end restaurants•Possible special events
Users•Young professionals who like fine dining but are price sensitive•Middle income who want to experience fine dining but at a reasonable cost•Active social media users • Interested in social responsibility causes
Restaurants•Partners who offer reservations
•Users pay for the reservation •Exploring an unlimited monthly membership fee (subscription)
•Search revenue stream – featured restaurant•Advertising
Non-profits
Day 3 – What we did
12
46
0
10
20
30
40
50
Yes No
Do you feel cheap or think people who use discounts websites are cheap?
40
18
0
10
20
30
40
50
Yes No
If you are offered a flat rate discount such as 30% or 50% off, do you tend to
consume/spend more on dining?
43
15
0
10
20
30
40
50
Yes No
Willing to Support Social Causes
34
24
0
10
20
30
40
Yes No
Would you be willing to share your experience or plans on your social media
(facebook, twitter, etc) channels for additional discount at restaurants?
2 1 0
13
42
01020304050
When you make a reservation, how likely are you to commit to the
reservation?
39
19
0
10
20
30
40
50
Yes No
Use some form of discount websites
More customer contacts (62)
Day 3 – What we found
From end-users
• Low awareness about competition (Savored)
• Channel: app preferred over web page
• MUST be high-end restaurants
• They LOVE social responsibility cause. Would enjoy a social good counter
• Some skepticism over sharing on social media sites
• Disliked subscription fees
From Restaurants
• Have been approached by Savored but did not want to use Savored.
• Hard time keeping reservations if they are done for free
• Some LOVE the social media, but main driver of interest is filing empty seats
• Waitresses and waiters are supportive
• Providing analytics to restaurants would be extremely interesting and helpful
Day 4 - Canvas
•Mid to Higher – end Restaurants
• Charity partner – TBD
• Benefit companies for corporations
•Website build•Customer acquisition•Potential kick backs for premium restaurants to attract other restaurants initially
•Content creation (blog / marketing)•Talent to expand
•Restaurant partners willing to provide a discount
•Continually building a list of restaurant partners•Improve data collection and marketing for restaurants•Grow customers•Intuitive/creative design•Indepth concept
Restaurants• New avenue of marketing•Increase social media awareness and users sharing•Restaurant analytics•Help fill empty seats (restaurants believe this is a value proposition)
Users•Save on overall bill (including food and alcohol)•Discrete saving (no coupons)•Supporting social cause as you dine
Nonprofits• Additional income
Users•App and web page•Partnerships that generate traffic•Social Media•Word of mouth•Benefit sites•Food Blogs
Restaurants•Other restaurants
Users•Social Media Users•Email marketing •PR from food organizations, blogs and Nonprofit partners•Customer surveys•Loyalty Programs•Gamification•Referrals to grow and build credits
Users•Young professionals who like fine dining but are price sensitive•Middle income who want to experience fine dining but at a reasonable cost•Active social media users • Interested in social responsibility causes
Restaurants•Partners who offer reservations
•Users pay for the reservation •Exploring an unlimited monthly membership fee/ (subscription)
•Search revenue stream – featured restaurant•Advertising
Non-profit
Restaurants•Cold calling, emails, visits •Sales force
Day 4 - What we did & what we found• More Customer Contacts: 45
• Meeting with non-profit entity with food social responsibility cause
o Money is their primary need
o $1 donation = 2 meals
o Open to promote lesenvies.com as long as it’s done in an “elegant fashion”
o Suggested local partnership (more meaningful to help your own community)
o Social media advertisement is a GREAT plus
• Cost experiment (Google Ad)
• Referral experiment
• Experiment lasted 15 hours: 3:00pm – 6:00AM• Interview with a famous Chef/restaurateur
• He personally checks his social media every day and has his assistant monitor it constantly. They use it for feedback and love the buzz
• Supports multiple food related cause in the city and would love to participate in a corporation that supported a cause as a main objective
• Has never done a flash sale but would consider discounting for the sole reason of supporting a great cause
Day 4 – What we did
More customer contacts (45)
29
20
0
5
10
15
20
25
30
35
Yes No
Use some form of discount websites
13
35
0
10
20
30
40
Yes No
Do you feel cheap or think people who use discounts websites are cheap?
37
12
0
10
20
30
40
Yes No
If you are offered a flat rate discount such as 30% or 50% off, do you tend to
consume/spend more on dining?
89
18
0
20
40
60
80
100
Yes No
Would you prefer discrete dining at a fine dining restaurant?
36
13
05
10152025303540
Yes No
Willing to Support Social Causes
29
20
0
10
20
30
40
Yes No
Would you be willing to share your experience or plans on your social media
(facebook, twitter, etc) channels for additional discount at restaurants?
30 1
22 23
05
10152025
When you make a reservation, how likely are you to commit to the
reservation?
Day 4 - What We Found in Experiment #1(Google ad words)
Google Ad wordsMetrics
Range Clicks Impressions
Clickthrough rate
Avg Cost per Click
Cost Conversion
Cost/Conversion
Conversion rate per click
181 variations
$0.60 - $1.10
116 46,191 0.25% $0.70 $81.45 5 $16.29 4.31%
Sample words included NY Reservations, NYC Restaurant Reservation, Fine Dining NYC, and NYC Reservation Nonprofit
Experiment lasted 15 hours: 3:00pm – 6:00AM
GOOGLE IS EXPENSIVE!!!!!!
Day 4 – Referral Program (Experiment #2)Offered $10 dollar credit for every 5 referrals that sign up
690 clicked the unique URL
39 Signed up
Conclusion: Cheapest and Fastest
Day 4 – Traffic and ConversionChannels Avg Website
Traffic% Clickthough
ratesClickthrough
rates% Conversion Conversions
Per Month
Local Nonprofit Partner (City Harvest, FBNY, or Etc)
10,000 15% 1,500 3% 45
Nationwide Nonprofit (United Way, Share our Strength)
100,000 20% 2,000 3% 60
Employee Benefit Portals*
500,000 1% 5,000 5% 250
Google Ad Words 116 4.31% 5
Mailing list from food partners (yelp, opentable)
Mailing list size average in NYC
metro area: 15,000
5% 750 1% 7
Referral Program 690 on first day of experiment x 30
Assuming pace dies down by 70%
Hits per month6,210
5.5% 341
TOTAL: 630,700Excludes mailing list
15,576 4.5% 708
Assumptions based on industry average*Employee benefit portal does not account for one time joining notificationDoes not account for word of mouth or family and friends
Day 4 – Revenue and Cost per MonthTotal
Revenue Sign ups: 708 Average Reservations per Month: 2
Average Price per Reservation: $3
$4,248
Website Hosting $50
Sales Force $1,000
Premium Restaurant Partnerships
$100
Partnerships* (employee benefit sites)
$1,000
Marketing (Google adwords, Guerilla Marketing, etc)
$200
Other Administrative Cost
$100
Bottom line $1,798 (42%)
Donations $0.50 per reservation
708*2 = 1,416 -$708=$1,090 (26%)
*Partnership is an estimateAverage Reservation per month is low but the number of users using it is high
Day 5 - Canvas
•Mid to Higher – end Restaurants
• Charity partner – TBD
• Benefit companies for corporations
•Website build•Customer acquisition•Potential kick backs for premium restaurants to attract other restaurants initially
•Content creation (blog / marketing)•Talent to expand
•Restaurant partners willing to provide a discount
•Continually building a list of restaurant partners•Improve data collection and marketing for restaurants•Grow customers•Intuitive/creative design•Indepth concept
Restaurants• New avenue of marketing•Increase social media awareness and users sharing•Restaurant analytics•Help fill empty seats (restaurants believe this is a value proposition)
Users•Save on overall bill (including food and alcohol)•Discrete saving (no coupons)•Supporting social cause as you dine
Nonprofits• Additional income
Users•App and web page
Restaurants• 1:1
Users•Ambassador Program•Social Media Users•Email marketing •PR from food organizations, blogs and Nonprofit partners•Customer surveys•Loyalty Programs•Gamification•Referrals to grow and build credits
Users•Young professionals who like fine dining but are price sensitive(See following slide)•Middle income who want to experience fine dining but at a reasonable cost•Active social media users • Interested in social responsibility causes
Restaurants• High-end
•Users pay for the reservation •Exploring an unlimited monthly membership fee/ (subscription)
•Search revenue stream – featured restaurant•Advertising
Non-profit• Food related
Restaurants•Cold calling, emails, visits •Sales force
Customer Segments (Archetype)Users Restaurants Nonprofit
Young Working Professionals• Age: 22 – 39• Income: $60k - $200k• Price Conscious• Food Enthusiasts• Dines out 1x-3x a
week at a Fine Dining Establishment
Middle Income• Age: 22 – 39• Income: $60k - $200k• Dines out at nice
places infrequently but would like to splurge for special occasions
Higher end Fine Dining• Range of price per
main course $20 - $50• Takes reservation• Has a need to fill
empty seats
Not our target• Ultra high end and
popular restaurants• Eleven Madison
Park• Gramercy
Tavern• Per Se
Food Related Nonprofit• Attacks food issues• Hunger• Eating Healthy• TBD: National or Local
Examples• City Harvest• Slow Foods• Share our Strength• Food bank of New York• NY coalition against hunger• City Meals on Wheels• Feeding America• TABLE FOR TWO USA• United Way of New York City• Wellness in the Schools• New York Coalition for
Healthy School Food• Just Food (New York City)• Plumpy’nuts
Customer Relations• GET
• Ambassador / Referral program• Social Media Marketing• Word of Mouth• Employee Benefit Partnership websites• PR from Tech blogs, News Agencies, Food Bloggers, nonprofit organizations • Guerilla Marketing• Restaurants: Cold Calling, Restaurant Visits, Sales Force
• KEEP• Loyalty Program• Gamification• Positive experience• Restaurants: Positive Experience, demonstrate value add with customers and social media buzz
• GROW• Referral Program• Word of Mouth• Social media buzz through the additional discount provided per social media share • Restaurants: Word of Mouth, positive experience, demonstrate value add to other potential
restaurants
Marketing Plan – Halo Effect
By making your dinner reservations at lesenvies.com you not only get
valuable discounts to high-end restaurants in NYC, you also support United
Way’s Hunger Prevention & Nutrition Assistance Program
This method may not generate direct hits but it will hopefully create a halo
effect and positive word of mouth
invites you to discover a delicious way you can help feed those in need
Marketing Plan (cont.)
• Search for “earlyvangelists” in [United Way’s] member database
• Advertise the lesenvies.com & United Way Partnership (not lesenvies.com by itself!)o Launch event hosted at a very high-end NYC
restaurant – media, press release, etc.
o Advertise partnership in top food blog site – e.g.101 cookbooks, 80 breakfast, etc.
o Food celebrity that already supports United Way likes lesenvies.com & United Way partnership
Marketing Plan (cont.)
• Ambassador / Referral program: Users are given a unique URL
which they share and is tracked for each visit and sign up
conversion. We provide $10 credit for every 5 sign ups.
• Partner with benefit websites offered to large corporations
• Partner with Celebrity Chefs
• Social Media Campaigns on all channels
• Possibly one feature nonprofit that we partner with a month on top
of our main cause
• Special events such as tasting events
• Food / Online blog
